A reader expresses frustration that licensing criteria isn't more challenging for the real estate profession and wonders if Realtors should correctly be called salespeople.

Blanche, I can understand the frustration of the writer who wrote, "Does the public seek out part-time doctors, lawyers, and accountants? Yet we want the same standing in the mind of the consumer."

The reality is, however, that until licensing regulations are made more demanding in terms of required basic and continuing education that is reasonably comparable to the aforementioned professionals, part-timers are here to stay. Over the course of years the idea of requiring a college degree in order to practice real estate has occasionally been mentioned but not implemented anywhere, to the best of my knowledge.

In the meantime, since things are as they are many of us need to "dance with what we brung" and learn how to effectively, efficiently and profitably utilize part-timers’ services. I have the feeling that particularly in times like this shutting out part-timers from many of our offices would make business even worse than it is. What should we be called? It would seem to me that until the basics are changed we can correctly be called "salespeople." -- Concerned About Industry

Realty Times responds:

I sense a bit of self-deprecation in your last statement. Do you feel that being a salesperson is an unworthy description of what you do? I disagree. If anything, the industry has abandoned its roots, and that's where most of the problems are really happening. The industry is in "sales" denial.

Like you, many Realtors want to be regarded with more respect than that accorded to the typical salesperson. But the emphasis on who represents whom has taken attention away from sales and onto advocacy. Then the industry shoots itself in the foot by avoiding agency and risk at all costs. How can you be an agent without being an advocate and vice versa? How can you represent a buyer or seller without telling them what they need to know to make the best deal for themselves?

That's why the industry isn't as respected as it should be. Consumers use the services of Realtors, but only with a lot of exploration of alternatives first. The Internet proves that. Everyone knows at least one real estate agent, yet over 80 percent of consumers turn to the Web to get information. That is a cry for help if I ever saw one.

Respect has to be earned, and the real estate industry would do well to call the profession what it is -- sales.

When a seller interviews a listing agent, they can put into one sentence what they want the agent to do. "I want you to sell my house." But that's not what the Realtor hears. The Realtor with delusions of grandeur as an "advocate," "consultant," "transactional representative" or "designated associate" sees herself as anything but what she is -- a salesperson. Right away, the seller and Realtor have a fissure in their communication.

Instead of being embarrassed by selling, embrace it as your greatest skill. Shouldn't any buyer or seller want to use your services because you can sell?

When I've talked to Realtors about this subject, a few have told me that you can't make a buyer buy something they don't want, so they just open the door and walk the buyer through and let the buyer come to his/her own conclusions.

I say poppycock to that. Buyers and sellers both have objections that can be overcome, unreasonable expectations that can be re-educated and transaction problems that have solutions. That's selling.

Let's say you're in a market overloaded with ranch-style homes. You have two choices. Move or figure out how to sell what you've got. If you can't do that, you're going to walk every buyer you get. You're going to run into buyers who don't want older homes, especially ranch-style homes. That's fine, but would you be doing your job if you didn't introduce them to a new way of thinking?

Show them magazines cutouts you've collected of the latest appliances and finishes and suggest how good updates like that would look in a ranch-style home. Take before and after pictures of homes you know about that have been remodeled, so you can tell your buyer how inexpensive it would be to do this or that to the home.

At the next listing presentation, take your ranch-style update book and show it to your seller. Share buyers objections and show the seller what they can do to make their home appeal more to buyers.

If you don't like ranch-style homes, find something else to sell. Maybe you're an ideal salesperson for high-rise homes or houseboats. Maybe you shouldn't be in sales at all, but are better suited for property management. But even property managers sell when they're negotiating terms with property owners and renters. You can't get away from it, so you might as well embrace it.

The point is, nothing happens until something's sold, and nothing will get sold without a little nudge from you. Sales isn't convincing someone to buy something they don't want. Sales is expanding choices through education, exploring the possibilities, and encouraging open minds.

You're a licensed salesperson because your field of sales requires more knowledge, continuing education and oversight. That's something to be proud of.

Published: October 15, 2007

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